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GREENWASHING
SWEET SPOT
GREENHUSHING

Legally compliant & user-friendly sustainability communication at product level.

Per-se prohibitions of the EU ECGT Directive

Statements such as “environmentally friendly”, “green”, “climate-friendly” or “nature-friendly” must be clearly explained and substantiated.

No self-labeling without certification

It is prohibited to affix a sustainability seal that is not recognized by the state or officially certified.

The challenge for all brand owners

New EU directives require brands to provide consumers with legally compliant and product-specific information. The EU ECGT, Green Claims Directive, the Digital Product Passport and other directives are forcing all brands to review their packaging designs.

Together with our partner INFO.LINK, we make it easy for food distributors to create consumer-friendly and legally compliant information pages for each product, as well as a future-proof QR code for its packaging.

Almost all packaging has to be touched.

Get started and pilot now: Only we offer the single SKU analysis incl. Artwork customization (360°/packaging) in 4 weeks to get started. This allows you to approach the challenge before you start an entire green claims portfolio analysis and roll-out.

Step 1: Understanding

FAQs, white papers & case studies on all important EU directives Interactive, practical employee training for marketing teams

Step 2: Check

Analysis of the green claims of relevant SKUs along the new EU directives Interactive report with optional legal check & recommendations for action

Step 3 – Design

Ensuring the compliant integration of green claims on packaging & digital Definition of a compliant best-in-class solution for the next (re-)launch style guide (packaging guidelines)

Step 4 – Roll out

Roll-out of product-specific info.link pages from all relevant SKUs Training for managing all QR codes & info.link pages across the entire portfolio

We don’t just talk about the future of food packaging, we actively shape it with you. Don’t wait until the next packaging changeover or reorder is due. Let us show you the safe path to the future of sustainability communication on Pack now. We look forward to a no-obligation initial consultation and free demo.

Start your Green Claims portfolio analysis now and take the first step with a concrete master artwork.

MILK and info.link help your team to comply with current and future EU directives that require the sharing of product-specific environmental information with consumers.

Per-se prohibitions of the ECGT Directive

General environmental claims
Claims such as “environmentally friendly”, “green”, “climate-friendly” or “nature-friendly” must be clearly explained and substantiated, e.g. “biodegradable” would require an explanation that the packaging is degradable in home compost, for example, within one month.

Misleading overall claim
An environmental claim for the entire product or company is misleading if it only refers to one specific aspect.

“Own label” without “certification system”
It is prohibited to display a sustainability label that is not recognized by the state or based on an official certification system:
➔ /Open to all traders
➔ /Requirements developed by the system owner with experts
➔ /Handling of violations is defined (including withdrawal of the label)
➔ /Monitoring according to an objective procedure and by a third party

CO2-neutral claims based only on offsetting
CO2 neutrality claims based only on offsetting are misleading; real CO2 savings in the life cycle are necessary.

FUTURE READY
PACKAGING

STRUCTURAL
DESIGN